The document discusses how artificial intelligence (AI) and machine learning will impact marketers. It argues that AI will not replace marketers but will change their roles. Marketers will need to develop new skills like systems thinking that are strengths of AI. They will also need breadth of knowledge across marketing disciplines as well as depth of expertise in specific areas. The organization of marketing teams will change and include roles focused on data, content, and digital experiences. Marketers should assess technologies' maturity levels and install a digital culture to help their organizations adapt to these changes.

1. Bart De Waele
CEO Wijs
The Robot-Marketeer

2. Will artificial
intelligence &
machine learning
replace humans?
2

3. Always look at human
behaviour first.

4. We are putting technology as a line-of-
contact / line-of-defense between humans.

6. Software is eating the
world.”
“

8. We are putting technology as a line-of-
contact / line-of-defense between humans
and companies.

9. Company
Consumer
(website)
(search query)

10. Company
Consumer
(website)
(search query)
Needs to write
communication both for
the consumer and for the
algorithm.

11. Company
Consumer
(website)
(search query)
Techno-marketeer
Needs to write
communication both for
the consumer and for the
algorithm.

12. Company
Consumer
(website)
(search query)

14. Company
Consumer
(website)
(search query)

15. Company
Consumer

16. Company
Consumer

17. Can we imagine consumer bots defending us?

18. Could we imagine consumer bots defending us?

19. Will Artificial Intelligence replace
marketeers?
Does this mean marketeers will no longer be needed?

20. The Robot-Marketeer?
or
The Augmented Marketeer.

21. Let’s define Artificial Intelligence.

22. There’s a big difference between
ANI (Artificial Narrow Intelligence) and
AGI (Artificial General Intelligence).

23. If it’s in the future
and it doesn’t work
yet, we call it AI.
If it’s already here
and it works, we just
call it software.”
“

24. We tend to project all our hopes and fears on
non-existing future technology.

25. We tend to project all our hopes and fears on
non-existing future technology.
We’ve been here before.

26. We were promised household robots.

27. Instead we got this.

28. Technology tends to specialise.

30. So will Artificial Intelligence.

32. 32

34. 34

35. If you keep your competences on the level of the
tools and the algorithms, you will be replaced by
them.

36. Robotisation will not destroy jobs, it will expect
a new kind of jobs.

38. Obligatory
McKinsey Slide.

39. Shift in communication
Mass
communication
1-on-1
personalised
Contextual
and
interactive

40. Shift in communication
Mass
communication
1-on-1
personalised
Contextual
and
interactive
Think: Think: Think:
Target audiences Segments Systems

41. Creating contextual messages with the same
production process as mass communication
will not work.

42. Creating contextual messages with the same
production process as mass communication
will not work.
Organisations will need to think in
systems that generate messages.

43. Systems thinking
The area of expertise of Artificial Intelligence.

44. Experimental

45. Algorithmic

46. Copy or approximation

47. Own interpretation

48. Phases of maturity of technology:
1. Experimental (or immature)
2. Algorithmic (or not self-learning)
3. Approximation (or self-learning) > Operational
4. Own interpretation (self-thinking) > Impact on workforce

49. 1. Experimental

50. 2. Algorithmic

51. 3. Approximation

52. 4. Own interpretation

53. 4. Own interpretation

54. Estimation of maturity
1. Experimental: someone in the company needs to get in touch
with the technology.
2. Algorithmic: Part of the process can be replaced by the
technology.
3. Approximation: Entire process can be replaced by the
technology.
4. Own interpretation: Current manual labour gets replaced.

55. Organisation in our agency
1. Experimental: Set up POC’s and separate hype from trend (ie.
Beacons).
2. Algorithmic: Install code and run in pairs with (human) expert
(ie. Chatbot).
3. Approximation: Change 50% of the team, give it a new focus (ie.
Media buying).
4. Own interpretation: Change from expert to consultant (ie. SEO).

56. What will be the ideal team?

57. Breadth of knowledge
Depth of knowledge

58. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Breadth of knowledge
Depth of knowledge

59. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
KWR
On-site
Sitemap
Links
Crawls
HTML
Tooling
Domain
Depth of knowledge
Breadth of knowledge

60. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
KWR
On-site
Sitemap
Links
Crawls
HTML
Tooling
Domain
• Complete domain will be automated next 3 - 4 year.
• Working on ‘digital autorithy’ as main focus.
• Means coordinating with content, PR and events.
• Search Engines no longer thé central platform.
• Marketeers will research personal assistants and aggregators.
‘Digital equity manager’

61. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Campaigns
PPC
Programmatic
Display
Video ads
Social ads
Mediaplan
Short-copy

62. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Campaigns
PPC
Programmatic
Display
Video ads
Social ads
Mediaplan
Short-copy

63. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Campaigns
Segmentatie
Automation
Database
Creative
Content

64. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Campaigns
Segmentatie
Automation
Database
Creative
Content
Profiling
Inbound
CRM

65. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Community
Short copy
Platforms
Creative

66. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Community
Short copy
Platforms
Creative

67. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Setup
A/B testing
Funnel analyse
Testhypothese
BI insights
Tag management
Privacy

68. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
A/B testing
Funnel analyse
Testhypothese
Tag management
Privacy
Setup
BI insights

69. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Architecture
Experience
Visual design
Usability
User testing
Technology
Content

70. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Architecture
Experience
Visual design
Usability
User testing
Technology
Content

71. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Copywriting
Content-planning
Strategy
Tone of voice
Inbound
Technology
Vertalingen

72. SEO Advertising E-mail Social CRO Analytics UX/UI Content Event Print
Copywriting
Content-planning
Technology
Vertalingen
Tone of voice
Strategy
Inbound

73. Marketing team of the future
Strategy
&
Experience
Data
&
Audit
Content
&
Communication

74. Strategy
&
Experience
Data
&
Audit
Content
&
Communication
• DMP expert
• Data scientist
• Client expert
• Analytics expert
• Digital strategist
• UX/UI team
• AR & video producer
• Journey managers
• Content editorial team
• Inbound marketeers
• Conversational manager
• Marketing planner
• Event/PR/ATL
Tech & IT
Management - Strategy - Journeys - Planning

75. Transition?
Installing a culture at the speed of digital

76. High speed Tilting the organisation to a
customer-centric approach, in
stead of one split by channels.

77. E-commerce Marketing IT Sales
Phase 0: product based silos
Product Line 1
Product Line 2
Product Line 3
…
3 x
online marketeers
3 x
communication
1 x
IT specialist
2 x
business developers

78. E-commerce Marketing IT Sales
Phase 1: project teams SLAM
…
3 x
online marketeers
3 x
communication
1 x
IT specialist
2 x
business developers
SLAM team
Full journey
Quick & agile
Complete team
“Small agencies”
Product Line 1
Product Line 2
Product Line 3

79. Phase 2: tilting to user needs
User need #1
User need #2
User need #3
User need #4
3 x
online marketeers
3 x
communication
1 x
IT specialist
2 x
business developers
E-commerce Marketing IT Sales

80. Marketing technology
Phase 3: evolving leadership
User need #1
User need #2
User need #3
User need #4
3 x
online marketeers
3 x
communication
1 x
IT specialist
2 x
business developers

81. +
-
-
+
Change
Governance
Stream 2
Stream 1 Innovate
Differentiate
Run
Transformation on 3 levels

82. What you should remember:

83. What you should remember:
‣ install a digital culture to get the organisation up to speed
‣ 3 level transformation
‣ estimate urgency per technology in 4 levels of maturity
‣ connect communication and tech talent (SLAM teams)
‣ assess T-shaped profiles of your team
‣ prepare future AI-driven content by installing data management
and personalisation tools

85. Questions?
Questions?
bart@wijs.be
@netlash